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Sports, Beer, and Promotional Culture
chapter
posted on 2023-05-24, 06:08 authored by Palmer, CPalmer assesses the relationship between sports and alcohol, particularly beer, in promotional culture. She highlights the hegemonic masculinity associated with beer drinking and sports and then addresses the power of beer as a cultural product in relation to the FIFA World Cup mega event. To conclude, Palmer discusses possible paths for future studies of the role of beer and its marketing in sports.
History
Publication title
The Business and Culture of Sports: Society, Politics, Economy, EnvironmentVolume
4Editors
J Maguire, M Falcouos and K ListonPagination
273-283ISBN
978-0028664989Department/School
School of Social SciencesPublisher
Macmillan ReferencePlace of publication
USAExtent
27Rights statement
Copyright unknownRepository Status
- Restricted